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Growing your Home Performance Business. Steps to Sustainability. Blaine Fox. 2011. Today’s Take aways. Retail marketing strategies for generating energy audit and retrofit leads. How to improve sales performance to convert leads into audits and audits into retrofit work

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Growing your home performance business
Growing your Home Performance Business

Steps to Sustainability

Blaine Fox

2011


Today s take aways
Today’s Take aways

  • Retail marketing strategies for generating energy audit and retrofit leads.

  • How to improve sales performance to convert leads into audits and audits into retrofit work

  • The labor management principles that will ensure profitability and long-term success.


Setting the stage
Setting the Stage

  • Imagine a market (your market) where there are no stimulus monies or funding of any sort to support your business. It’s just your company and the market. How would you run your company? What would you differently? How profitable would you be?


Retail marketing strategies
Retail Marketing Strategies

  • Who is my target customer? Who is most likely to buy my products and services?

    2. What’s the best message to get

    them to act?

    3. What’s the most efficient

    medium to deliver that message?

In order to master the strategies of retail marketing, you must first ask yourself these 3 questions:


Cost per customer acquisition
Cost Per Customer Acquisition


Retail marketing strategies1
Retail Marketing Strategies

  • All homeowners are not created equal.

  • Homeowners who live in homes that are 25 years old or older tend to be in greater need of improvement.

  • Homeowners with household income of $75,000 tend to be more open to making these improvements, primarily because they can afford them.

Identify your target customers.


Retail marketing strategies2
Retail Marketing Strategies

X

X

X

Internet Marketing


Good Design will Guide the User

Heat maps from user eye tracking studies show us how people view web pages. Note the “F” pattern.


Retail marketing strategies3
Retail Marketing Strategies

Guerrilla Marketing


Guerilla marketing

Community , Health Fairs

Striking vehicle wraps

Door hangers-canvassing , site signs

Cross marketing

Public Marketing

Guerilla Marketing


Retail marketing strategies4
Retail Marketing Strategies

  • The List

  • The Creative

  • The Offer

Targeted Direct Mail


Improving fundamental sales performance
Improving Fundamental Sales Performance

  • Value proposition

  • Needs-Based Selling

  • Features & Benefits


Standard needs
Standard Needs

  • Security

  • Save money ; Increase wealth

  • Increase self esteem

  • Avoid work / Pain

  • Save time

  • Peace of mind


Model of communication
Model of Communication

Sender/ Service Contractor

Receiver/Homeowner

2. Message

3. Communication Channel

1. Personal Filter

4. Personal Filter

Source: June Cable & Victoria O’Donnell, University of North Texas


People buy to satisfy needs
People buy to satisfy NEEDS !

What are the benefits ?



Personnel the right people in the right positions1

Live to work –

Integrity

Craftsmanship

Pride in work

Personnel: The Right People in the Right Positions


Rewarding the behaviors you want

Jobs come in On-Time

Low Callbacks

High Customer Satisfaction metric

Rewarding the Behaviors You Want


Thank you
Thank You !

Blaine Fox

2011



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